The Farce that is Human-Centered Design (HCD)
A good user experience leaves customers feeling content, but it's the exceptional experiences — the ones in which all of the details fall right into place — that generate immediate buzz and long-term loyalty.
There are three levels of design thinking and you’ve got to work through them in the right order, or the whole process will be flawed.
You can arrange (and interpret) sticky notes so that they point toward your desired solutions, but sticky notes alone won’t truly solve your problems — that takes a willingness to follow through on the complete design thinking process.
While I’m wary of the term “designer” becoming diluted, there are many in other (non-design) fields who practice design thinking and, maybe, should be considered designers, as well.
There are more and more people out there with “designer” in their job titles, but does this change the way we define design?
Aristotle's academy aimed to explore and expand our understanding of how things worked, to find connections and solve problems. That's not so different than what we do as practitioners of design thinking.
Timeless design is something that we're forever chasing and very rarely capturing. It doesn't succumb to passing trends. It feels accessible and elegant at the same time. It's simple, but not simplistic. Perhaps most importantly, it honors the fundamentals of our craft.
Last year, Drawn accented its new building with Pantone Ultra Violet 18-3838 just months before it was named Color of the Year. We think we might be on a roll, so our creative director, Bryan Taylor, wrote a letter to Pantone expressing his choice for Color of the Year 2019.
The very nature of design demands that we consider an end user and his or her experience with our work. If you haven't been practicing human-centered design all along, you've been doing it wrong.
How the Bard meets our needs as a dynamic agency (and helps us to meet those of our clients) in an ever-changing creative landscape.